The UK’s most recognised luxury ice cream brand from General Mills* is giving consumers more of what they want… chocolate! Häagen-Dazs has announced the launch of a new product, Chocolate, Pralines & Caramel, which will champion a three-SKU sophisticated and decadent chocolate portfolio.
The company is rolling out the new chocolate portfolio of Chocolate, Pralines & Caramel (New), Choc Choc Chip (New Recipe), and Belgian Chocolate, created to excite and stimulate trial among new and existing Häagen-Dazs consumers.
Andy Foweather, Sales Director of General Mills UK, says: “We started luxury ice cream, and we are determined to continue to be the category champions. Häagen-Dazs is all about the experience of indulgent treating. We are using our heritage and expertise to develop a range aimed at ice cream lovers with discerning and sophisticated tastes.
“Chocolate is the biggest flavour segment within luxury ice cream (+19.5% year-on-year**) and is driving overall category growth. That combined with our historical recipe expertise, quality standards and use of only the best ingredients means that we have the means to satisfy consumers’ needs and will then deliver an eating experience that matches their expectations.”
In 2010 the Häagen-Dazs chocolate portfolio will be supported with a £1 million integrated campaign. This bespoke support forms part of the £3.2 million marketing investment for the total brand.
* IPSOS September 2008
** IRI Grocery Outlets 52 w/e 23 January 2010
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